The report sparked speculation that Halo: Reach will be launched with 3D support on the Xbox 360.

This is not the case, Bungie confirmed to Eurogamer.

"It's actually got nothing to do with us," Bungie's Brian Jarrard told Eurogamer. "It's a Toshiba TV demo in the booth. It's actually for their TV hardware. It's got nothing to do with Xbox or the game itself.

"I heard the same thing and I was shocked. Apparently there's a sign that says 'Experience Reach in 3D.' I was like, 'Wait... There is? What?'

"Apparently it's just an off the shelf TV set that supports 3D with glasses and they're running a Reach trailer for people. So there you go.

"It's just video playback with 3D glasses to emulate this TV's ability to upscale to 3D. It's a little misleading.

"It terrified us when we heard about it. We don't have any control over it.

"That's all it is. It's just a little bit of a grab your attention marketing tactic.

"I can assure you there is no 3D-enabled build. We don't have any specific support for anything like that in our game."